More about us
Hi, I’m Zed — the designer behind zed & white.
I’m a digital experience and product designer, and the founder of zed & white — an independent studio I started in Pakistan in 2016. For close to a decade I’ve helped founders and teams turn early, messy ideas into products and brands that feel clear, considered, and genuinely useful.
I work hands-on across the whole arc — strategy, interface, identity, and the build — so the thinking and the craft never drift apart.
Aligned with the greater goals of your business, we design for users, not for other designers.
We’ve been in a strategic partnership with our clients to help them achieve their targets and beyond.
How we think
Outcomes over ornament
Design earns its place by moving a real number — not by impressing a feed.
Clarity over cleverness
If a choice needs explaining to the user, it isn’t finished yet.
Partners, not vendors
We work close, share the reasoning, and stay invested well past launch.
Think we might be aligned?
We’d love to hear about your project, and see if we can help.